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Audiences and Advertising - Maslow, Young & Rubicam

Audiences and Advertising - Maslow, Young & Rubicam

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Published by Julie Thrasher
Another comic style series of sheets that outline the core theory for Maslow's heirarchy of needs with accompanying information about Young & Rubicam's four Cs.There is also an overview of some of the ways audience's are segmented by advertisers
Another comic style series of sheets that outline the core theory for Maslow's heirarchy of needs with accompanying information about Young & Rubicam's four Cs.There is also an overview of some of the ways audience's are segmented by advertisers

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Categories:Types, School Work
Published by: Julie Thrasher on Nov 22, 2009
Copyright:Attribution Non-commercial


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What motivates humanbehaviour?
 The basic motivations withinMaslow’s Hierarchy of Needs
In the 60s, Dr Maslow studied the behaviour of Monkeys. He then went on to studythe human beings around him. Humans, he found, acted in much the same way. Nohuman worried about love before they felt secure. No human sought control beforethey felt respected by their peers.Thus was born Dr Maslow’s famous Hierarchy of Needs. Young and Rubicam tookthis hierarchy, and designed a probing research tool to find out where people stoodwithin it.was a segmentation system powerful enough to segment all mankind, anddeep enough to understand all mankind’s basic motivations.Because Young & Rubicam also asked what brands people bought and how they feltabout them, the system also became a way of understanding the deeper appeals of those brands.The system accepted that people from different countries were influenced by theirdiffering cultural backgrounds, and removed the effect of those backgrounds. And soit was named the Cross Cultural Consumer Characterisation, or ‘4Cs’ for short.4Cs divides people into seven types, depending on their core motivation. Shades of grey within the types come from the secondary motivations of their members. Thisbooklet describes the seven types.You can find out what type you are by taking the short online test at http://www.4Cs.yr.com/diys
Dr Abraham Maslow 
These people are driven by a need fordiscovery, challenge and new frontiers.Young in nature, if not in reality,Explorers are often the first to try outnew ideas and experiences. Theyrespond to brands that offer newsensations, indulgence and instanteffects. In short, difference is what theyseek out. Their core need in life is fordiscovery.
Materialistic, acquisitive people, whoare driven by others’ perceptions of them rather than by their own values.As a result, they respond to whatothers perceive as being superficial:image, appearance, persona, charismaand fashion. An attractive pack is asimportant to them as its contents.Their core need in life is for status.
Succeeders possess self-confidence, have a strong goalorientation and tend to be very organised.As a result, they tend to occupy positions of responsibility in society. Their investment in the statusquo means they tend to support it. When it comes tobrands, they seek reward and prestige, and will oftenseek out the best, because that is what they feel theydeserve. On the other hand, they also seek out caringand protective brands – their aggressive attitude to lifemeans they need to relax occasionally. Their core needin life is for control.
“Don’t tell me what to do or what to think” says the Reformer,valuing their own independent judgement. Reformers are the mostanti-materialistic of the seven groups, and are often perceived asintellectual. They are socially aware, and pride themselves ontolerance. Reformers seek out the authentic and the harmonious, andare often at the leading edge of society. However, unlike Explorers,they will not buy things just because they are new. Their core need inlife is for enlightenment.
Strugglers live for today, and make few plans for tomorrow. Others often seethem as victims, losers and wasters - aimless, disorganised people with fewresources apart from their own physical skills. If they get on in life, it willdepend more on a winning lottery ticket than anything they do themselves.They are heavy consumers of alcohol and junk food.Visual impact and physical sensation are an important element of their brandchoices. In essence, they seek escape.
These are people who live in the world of the domestic and theeveryday. A daily routine is fundamental to the way they live theirlives. Their life choices are ‘we’ rather than ‘me’. As their nameimplies, they are the mainstream of society. They are the largestgroup of people within 4Cs across the world. They respond to bigestablished brands, to ‘family’ brands and to offers of value formoney. Their core need in life is for security.
These are predominantlyoldepeoplewithconstant,unchangingvaluesbuilt upover time.For them, thepast is bathed inawarm nostalgicglow.Theyrespect institutionsand en joy actingin tr aditional r oles. Their brand choicesare drivenbya need fosafety andfor economy. They chooseaboveall what is f amiliatothem.In life, their aimis basic: itisto suvive.

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